Calvin Johnson and Rob Sims, two former NFL players for the Detroit Lions, have opened the flagship dispensary in Niles, Michigan for their cannabis brand, Primitiv.
Primitiv was founded by Johnson and Sims to “highlight the healing power of the plant by producing products that help people and athletes optimize their wellness.” Johnson is also a member of the Board of Directors for the Michigan Cannabis Industry Association, Michigan’s largest association representing nearly 200 cannabis businesses.
Customers will be able to purchase Primitiv products directly as well as cannabis products from other Michigan-based cannabis brands. The dispensary will also offer additional merchandise on its website including branded hoodies, T-shirts, rolling papers, lighters and more. The brand launched its first line of cannabis products in 2021 and partnered with Harvard University’s International Phytomedicines and Medical Cannabis Institute to study the effects of cannabis when used to treat chronic traumatic encephalopathy. The brand will soon grow to include limited-edition memorabilia and collectibles such as helmets, jerseys, trading cards and more.
“This is a project of passion that we have been cultivating for the past several years and we couldn’t be more excited to see it become a reality,” said Sims. “We’ve made Michigan our home and have been blessed by the support we have received from our community and feel this is a great way to further plant roots and give back to the communities that have embraced us.”
In 2021, Primitiv donated $25,000 to the Detroit Homegrown Fund, which supports community members who have been negatively affected by cannabis prohibition, along with cannabis marketplace Eaze and cannabis edibles companies Kiva Confections and Mary’s Medicinals.
“We are incredibly grateful for this generous contribution to the Detroit Homegrown Fund, which will provide start-up capital to Detroit entrepreneurs who have been disproportionately harmed by cannabis prohibition. This is an honorable demonstration of voluntary corporate responsibility and community reinvestment. We are hopeful that every cannabis company in our state will join Primitiv, Eaze, Kiva and Mary’s Medicinals in supporting the Detroit Homegrown Program,” said Robin Schneider, Executive Director of the Michigan Cannabis Industry Association.
As former athletes, both Johnson and Sims were often exposed to opioids as a form of pain management and since retiring have embraced a more holistic approach to treatment. The flagship location gives the brand more opportunity to advocate for the medicinal benefits of cannabis.
“We’ve seen so many of our brothers from around the league turn to other forms of pain relief just to get through the game, day, or season,” Johnson said. “We believe in the holistic properties of cannabis as an all-natural, plant-based option not just for athletes but for anyone looking for physical or mental relief. We’ve just scratched the surface in our innovation process and are looking forward to more news to share later this year.”
Although cannabis has been legal in Michigan since 2019, Detroit had lagged behind in joining the rest of the state in offering legal recreational cannabis. The Detroit City Council voted April 5 to open up the process of accepting applications for the second time after a judge initially halted the issuance of licenses due to an ordinance that. Ade the application process “unfair” to some applicants. Under the new ordinance, Detroit will offer 100 licenses for growers, processors, transporters, safety compliance companies and cannabis event organizers with 50 reserved for social equity applicants.
“Those very people that you locked up and those very people – families that were ruined because this is a generational thing, let’s take that opportunity to restore. To me, that’s the essence of social equity,” said Dr. Donise Floyd, the CEO and Founder of Legacy Greens who has been pre-approved for a license.
